Müller Dairy (UK) Ltd.: Leader in the UK yogurt market

Published: January 2013 · Publisher: MarketLine

Müller was established in Bavaria, Germany in 1896 by Ludwig Müller. The company was initially small, operating as a village dairy. The company began to expand throughout the 1970s. In 1988, Müller entered the UK market with Müller Corner.

Müller was established in Bavaria, Germany in 1896 by Ludwig Müller. The company was initially small, operating as a village dairy. The company began to expand throughout the 1970s. In 1988, Müller entered the UK market with Müller Corner. Following the success of this, the company went on to introduce a range of products to the market including Müller Rice, Müllerlight, and Müller Vitality.

Features and benefits

* The publisher's Case Studies describe topics such as innovative products, business models, and significant company acquisitions.
* Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends.

Highlights

An increased health consciousness amongst consumers has led to the UK yogurt market growing at a good rate in recent years. The growth of functional foods has also had a positive impact on this market.
Following rapid growth and uptake of its products, Müller achieved the status of UK market leader in 1992. This lead has been maintained over the years.
In order to maintain and increase its market share, Müller has to compete with its main contenders in the market, such as Danone and newer competitors such as Nom. Müller looks to promote growth in the market through innovation, advertising, and an emphasis on local production and natural ingredients.

Your key questions answered

* How has the UK yogurt market been performing in recent years? What have been the main growth drivers?
* How has Müller grown in the UK market?
* Who are the company's main competitors?
* What strategies does the company use to maintain/grow market share?

O VERVIEW
Catalyst
Summary
THE UK YOGURT MARKET
The yogurt market in the UK has been performing well in recent years
Growth in the UK market has been driven by consumers becoming increasingly health conscious
THE GROWTH OF MÜLLER
Müller operated as a small local dairy from 1896
The company began to expand from 1970
Müller entered the UK market in 1988
By 1992 Müller had become the market leader in the UK yogurts market
Müller has gone on to introduce a range of products to the UK market
The launch of Müllerlight in 1990 helped to link healthy eating with indulgence
The 1990s also saw the introduction of Müller Crumble Corner and Yogz
In 2000, the company introduced Müller Vitality
The Müller Amoré brand was launched in 2003
MÜLLER FACES STRONG COMPETITION
Müller faces competition in all sectors of the market
The company uses a variety of strategies to maintain market share
Innovation is a key strategy for the company
Advertising is important for Müller
The company has emphasized local production
CONCLUSIONS
Innovation, advertising, and an emphasis on local production have been key to growth
APPENDIX
Sources
Further Reading
Ask the analyst
About the publisher
Disclaimer